Green Mobile Telecommunication: Assessment and Implementation A Consumer Perspective in Lebanon

1
Atef Harb
Atef Harb
2
Michel Zoghby
Michel Zoghby
3
Nancy Kanbar
Nancy Kanbar
1 Notre Dame University

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Mobile telecommunications’ sector is one of the fastest developing sectors in the world. Both high usage and demand gather to show how this sector is increasing especially with the energy resources it requires to operate. Mobile telecommunications has a direct effect on the environment related to the usage (users’ behavior, network’s interaction, power and energy saving, etc.). The main objectives of this research are to assess the consumers’ awareness and willingness to pay in order to go green in mobile telecommunication, while measuring the attitudes, perceived behavioral control, and subjective norms that affect the consumers’ intentions to go green in mobile telecommunications. The theory of planned behavior is used as the conceptual framework to assess the consumers’ intention and behavior towards green telecommunication. A Questionnaire on the theory of planned behavior was built, translated and face to face self-administered interviews were conducted four areas in Lebanon (Jdeideh, Haret Hreik, Roueis, and Maameltein) that were selected based on the traffic profile (voice and data), number of distinct users, locations, population, and workplaces. Results show that most of the Lebanese consumers are aware of the negative environmental and health impacts of telecommunications.

Funding

No external funding was declared for this work.

Conflict of Interest

The authors declare no conflict of interest.

Ethical Approval

No ethics committee approval was required for this article type.

Data Availability

Not applicable for this article.

Atef Harb. 2014. \u201cGreen Mobile Telecommunication: Assessment and Implementation A Consumer Perspective in Lebanon\u201d. Global Journal of Management and Business Research - E: Marketing GJMBR-E Volume 14 (GJMBR Volume 14 Issue E6): .

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GJMBR Volume 14 Issue E6
Pg. 21- 26
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Crossref Journal DOI 10.17406/GJMBR

Print ISSN 0975-5853

e-ISSN 2249-4588

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v1.2

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November 10, 2014

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English

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Mobile telecommunications’ sector is one of the fastest developing sectors in the world. Both high usage and demand gather to show how this sector is increasing especially with the energy resources it requires to operate. Mobile telecommunications has a direct effect on the environment related to the usage (users’ behavior, network’s interaction, power and energy saving, etc.). The main objectives of this research are to assess the consumers’ awareness and willingness to pay in order to go green in mobile telecommunication, while measuring the attitudes, perceived behavioral control, and subjective norms that affect the consumers’ intentions to go green in mobile telecommunications. The theory of planned behavior is used as the conceptual framework to assess the consumers’ intention and behavior towards green telecommunication. A Questionnaire on the theory of planned behavior was built, translated and face to face self-administered interviews were conducted four areas in Lebanon (Jdeideh, Haret Hreik, Roueis, and Maameltein) that were selected based on the traffic profile (voice and data), number of distinct users, locations, population, and workplaces. Results show that most of the Lebanese consumers are aware of the negative environmental and health impacts of telecommunications.

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Green Mobile Telecommunication: Assessment and Implementation A Consumer Perspective in Lebanon

Michel Zoghby
Michel Zoghby
Nancy Kanbar
Nancy Kanbar
Atef Harb
Atef Harb Notre Dame University

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